Speed is a marketer's best friend. A team that can work fast, and smart, will edge out any competitor's burdened by needless complexities, a big board, executive meddling, and many others.

What does this say about the state of modern marketing? Companies are trying more finely-tuned and flexible strategies to meet the demands of the Internet and the many fast-changing consumer tastes. This has created a powerful opportunity for small businesses and providers to deliver delicate, specific, and personally customized strategies that retain one of marketing’s most important pieces- flexibility.

Personal-Sized Marketing

It is often referred to as "personal-sized marketing." The core concept is that the marketing is flexible, small, and maintained by a refined team of savvy professionals. These ideas run counter to huge marketing companies that rely on extensive testing, bloated consumer research, and many practices that may be too slow for their own good. These systems work, but they don’t retain that sense of flexibility that is so valued in modern marketing.

The practices of the MSRP are valuable and insightful. They work on a system of screening and reviewing in a clunky and non-responsive back-and-forth. What if the MSRP rating board had to market themselves? They would fail miserably due to their lack of speed and processing. They offer a service that film distributors need (at this time) but they don’t offer it simply or easily. There is no web component on the rating board. They only review a few films a week and only the top distributors can get results back quickly.

21st Century Media Buying

It is a system that goes against personal-sized marketing. Another example is in media buying. Media providers offer seemingly endless media schedules. What is the best approach? The media providers are unlikely to offer any useful insight. They just want to sell it. Their insight, if it is provided at all, is biased to push sales of certain channels and outlets.

A single digital media buying agency could play incredibly well if it was pointed and tied to something happening right now. A quick response and savvy thinking, from a small team, would be invaluable to get a commercial made and out to the right market.

Media buying and marketing is, of course, more than a commercial. The online video system is fast, frenetic, and in need of a team that thinks and responds quickly. The systems, such as the rating boards and the media sellers, don’t make it easy. A smart and fast video production team can.